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Published:  23 July, 2008

One month after changing its name from First Quench to the Thresher Group, the UK's largest multiple specialist is launching a new corporate identity and shop fascia. The new look for the Thresher Group is a major departure from the current Thresher Wine shop fascia - first introduced to the high street in the mid-1980s - which research by the retailer has shown is seen by consumers as outdated and aimed at a middle aged audience'. The new fascia renames the stores Threshers, which is what everybody called them. Chief executive David Williams said: With so much change across the business over the last two years we decided to create a new identity for the Thresher brand, to provide our customers with a shop they are keen to visit. We will continue to invest in the business and will begin to roll out the new look on all new shops and materials over the next few years.' Origin soars The Thresher Group is claiming great success for its globally sourced wine brand, Origin, in its first week of trading. On day one of trading in Thresher's 1,400 shops Origin took 20% of total wine sales, with its Argentinian Chardonnay/Chenin Blanc (3.99) the star performer. A Loire Sauvignon and Californian Zinfandel will be joining the 11-strong range this week. Jonathan Butt, buyer and communications manager, said that Thresher is already looking at a brand extension, with Pinot Grigio favourite to be the first addition, if we can find the right quantities, at the right quality for the right price'.